This winning formula will improve the performance of your Ads, Direct Mail, Flyers, Web Pages, Brochures, Sales Letters, Yellow Pages Ads and more.
The more of these essential elements that you harness the better your chances of success.
Understand who your target market are and advertise where they will see you. Targeting can increase your response rate by up to 1000%.
Develop a strong headline, which offers a benefit to the reader, answers their fears, frustrations, needs and wants. Your company name is not a benefit to your reader and makes for a very poor headline. Top copywriters understand that when they have written the headline they have spent 75-80% of the cost of the Ad or campaign (as this is what attracts the reader) and that a great headline can improve response by up to twenty times.
Develop a rapport building paragraph, which gets the reader to agree with you. One of the most effective ways to do this is to describe the problems, issues and risks which they may be experiencing. This develops trust and "rapport" with the reader. Another way to look at this is to describe their headache so that you can then...
Create compelling copy which offers the "pill" to relieve their headache, tells them how your product or service can take away their frustrations, solve their problems, removes or minimises risk and provides them with a powerful solution.
The best way to create powerful reasons to buy is to make sure that your copy gives features, advantages and benefits. Every time you mention a feature, you need to relate it back to your reader with an advantage and a benefit ... people buy benefits so tell them what your product and service can do for them.
Offers can increase the response rate by up to 300% ... and it doesn't have to be a discount. High perceived value offers (that are low cost to you) work very well.
People like to be lead so tell them what to do next and say it with meaning.
Think about the style of your adverts, pictures are great but do they really get your message across ... editorial "long copy" style ads can increase readership by up to 500%.
When you use pictures, always try to have a people picture, using your product or experiencing your service, team pictures are great at building rapport ... remember a simple rule of selling 'people buy from people'.
Whilst we have all heard the saying "a picture is better than a 1,000 words", the reality is that when you measure Ad response you discover that "a 1,000 words outsells a picture every time". The most effective Ads use both pictures and words to their full potential.
Does your ad have testimonials? Does it build credibility? Endorsements can increase your response rate by up to 500%!
Another point to take into consideration.
Always write in "The Point Of You". If you are saying "we", "ours" or "your company name" more than saying "you", "yours" and "you'll" then you are talking about yourself and not your reader. This kills sales.
Want to learn more about creating winning direct mail letters? Give us a call on 01536 747 310 for more information.
You can also sign up to our free newsletter to get regular information on strategies that will help you get more from your business.
To read more articles related to this go to the Marketing Foundations section of the Academy.
"By Haydn Rowe"